Provinciale Statenverkiezingen 2023
How do political campaigns target voters?
Methodology
In collaboration with Who Targets Me, we monitored over 1000 Dutch political advertisers during the 2023 Provinciale Statenverkiezingen (Provincial elections) to better understand how campaigns use different targeting methods made available by Meta. To do this, we used data from the Meta Ad Library, using the new ‘Audience’ data which gives some detail on how pages target their ads.
To better understand the regional election, we kept only advertisers who:
- Advertised in the last 7 days (Mar 8th - Mar 14th 2023)
- Advertised in the last 30 days (Feb 13th - Mar 14th 2023)
Note: Meta only provides 7, 30 and 90 days windows for the targeting data in their Ad Library. Meta’s data also lags by a few days. We will update this report as soon as new data is available.
Topline Statistics
Meta
Daily Spend
Feb 13th - Mar 14th 2023 (Last 30 days)
In total, political parties spend €327,254 and ran 5440 ad copies on Meta in this timeframe.
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
KOK |
110 |
|
1,288 |
€89,783 |
SDP |
94 |
|
748 |
€49,460 |
VIH |
100 |
|
971 |
€43,688 |
KES |
82 |
|
422 |
€39,120 |
VAS |
91 |
|
617 |
€32,664 |
MUUT |
40 |
|
299 |
€24,072 |
PER |
63 |
|
502 |
€21,501 |
RKP |
41 |
|
400 |
€19,705 |
KD |
35 |
|
188 |
€7,085 |
KOR |
1 |
|
5 |
€176 |
Mar 8th - Mar 14th 2023 (Last 7 days)
In total, political parties spend €156,921 and ran 3137 ad copies on Meta in this timeframe.
| Number of Advertisers | Top Spenders | Number of Ads | Total Spend | |
|---|---|---|---|---|
KOK |
103 |
|
797 |
€46,547 |
VAS |
78 |
|
360 |
€23,176 |
VIH |
88 |
|
548 |
€21,479 |
SDP |
81 |
|
395 |
€20,113 |
KES |
62 |
|
219 |
€13,683 |
PER |
53 |
|
272 |
€11,337 |
RKP |
35 |
|
275 |
€8,996 |
MUUT |
37 |
|
177 |
€8,002 |
KD |
28 |
|
89 |
€3,412 |
KOR |
1 |
|
5 |
€176 |
For Google platforms, data accessed via the Google Transparency Report provides exact spending on how much money was spent by parties in last 30 and 7 days.
Daily Spend
Feb 14th to Mar 15th 2023 (Last 30 days)
In total, political parties spend €250 and ran 21 ad copies on Google in this timeframe.
| Number of Ads | Top Spenders | Total Spend | |
|---|---|---|---|
KOK |
12 |
|
€100 |
KES |
3 |
|
€50 |
RKP |
2 |
|
€50 |
SDP |
4 |
|
€50 |
VIH |
0 |
|
€0 |
Mar 9th to 15th 2023 (Last 7 days)
In total, political parties spend €250 and ran 15 ad copies on Google in this timeframe.
| Number of Ads | Top Spenders | Total Spend | |
|---|---|---|---|
KOK |
10 |
|
€100 |
KES |
1 |
|
€50 |
RKP |
2 |
|
€50 |
SDP |
2 |
|
€50 |
Combined Stats
Daily Spend
Total Spend
Digital Ads as Percentage of Total Budget
Meta vs. Google
Spending per Targeting Criteria
How much did campaigns spend on different targeting methods?
Feb 13th - Mar 14th 2023 (Last 30 days)
Overall
By Party
Mar 8th - Mar 14th 2023 (Last 7 days)
Overall
By Party
Top Targeted Audiences
Here, we show the top targeted audiences for each party (ranked by amount of Euro spend). Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”.
Feb 13th - Mar 14th 2023 (Last 30 days)
Mar 8th - Mar 14th 2023 (Last 7 days)
Top Contested Audiences
Here, we show the top most contested audiences, i.e. where all parties have spent considerable amounts of money competing to reach voters with the same interests. Most (but not all) of these audiences are “interest” audiences, i.e. the parties targeted people interested in “Books” or “Politics”. In each row on the right hand side, you can see how much in total was spend on that specific target audience.